This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campaign for a consumer packaged good for which advertising had begun several weeks prior to data collection. View Summary

This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campaign for a consumer packaged good for which advertising had begun several weeks prior to data collection. Using the respondent-level frequency approach, we address the contribution of different media to marketing objectives in circumstances where the campaign has already started and for very well-established brands with high levels of awareness. Knowing respondent-level frequencies also allows us to understand if media synergy effects are truly synergistic or the result of achieving higher frequency levels among people who have been exposed to multiple media.

2

Can consumers cope? How to optimise contact frequency in a mixed media campaign

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consumers react very differently to contact frequency levels of different media. The contact frequency can be optimised for different media if we take into account target group differences, and this paper shows which direction can be chosen, and what tools advertisers can use, to increase effectiveness and efficiency.

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and then ‘expanded’ using mathematical techniques to simulate a PeopleMeter/diary data base that matches the ‘currency’ survey/panel results. View Summary

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and then ‘expanded’ using mathematical techniques to simulate a PeopleMeter/diary data base that matches the ‘currency’ survey/panel results. As the single source relationships between target group and media and the duplications between media are retained, the planner is able to evaluate all media against the same detailed (behavioural/attitudinal) target group data and estimate cross media exposure (reach and frequency) distributions over time.

4

A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. View Summary

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Analysis of network TV, spot TV, and magazine advertising for the two major competitors in the U.S. SUV industry suggested that long-run advertising effectiveness differed considerably among media. These differences were attributed to the media lifespan, retrieval, and content of the message they convey. The authors propose that budget allocation decisions should consider the long-run effectiveness of the different media employed to increase the productivity of advertising campaigns. They also conduct a simulation experiment to further investigate long-run sales effects of alternative allocation strategy scenarios.

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest. View Summary

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest. We describe a tool that we have developed that empowers the brand owners/marketers to (1) identify and select the critical contacts that are relevant for a particular brand, (2) integrate across these key contact points, and (3) deliver brand experience through a relevant and pertinent set of consumer brand encounters at a minimum cost, but with maximal impact. We then discuss how the metrics derived from this tool can be used to inform a variety of important decisions in the context of managing brand contacts. We close with a discussion of some of the regularities that we have uncovered from the over 150 brands that we have audited across numerous markets and categories.

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, Vol. View Summary

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, Vol. 45,1). Overall, Petitt praises the article, but poses 11 comments and questions that he believes would shed further light on the efficacy and usefulness of the Market Contact Audit research tool it describes.

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking.

8

Radio’s unique contribution to the media mix according to PPM’s 'real' cross-media measurement

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. View Summary

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. “Real” unified cross-media information from Arbitron’s Portable People Meter (PPM) data provide the input and Stone House Systems’ analytics provide the optimization and duplication estimates. The output points to opportunities where radio can powerfully complement television to reach specific targets with a variety of communications plans. Results from Philadelphia (United States) show that radio can contribute over 20% of unique share to total reach over a range of targets and plan levels, both for condensed, simpler media plans and for diverse/dispersed plans. This investigation also shows that disparate databases and random estimation are no substitute for the real thing: near-passive, 'real' crossmedia information such as that provided by the Portable People Meter.

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocontrol, the radio watch, in Switzerland. View Summary

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocontrol, the radio watch, in Switzerland. Analyzing habitual and diverging consumption patterns of different regions, different age groups and eventually many other target groups should lead to a better understanding of the possible effects of cross media advertising such as recency and visual transfer.

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the optimal mix of media. View Summary

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the optimal mix of media. In order to evaluate the effects of each media component in a multimedia campaign, a consistent R&F methodology is needed. Personal Probability is one approach used for calculating Reach & Frequency. It is often used for print outside of North America, but has not been widely adopted within the U.S. With the introduction later this year of IMS' new global multimedia product, users will have the opportunity to employ the Personal Probability methodology to estimate the reach and frequency of print schedules both on their own, and in a multimedia environment. This is particularly compelling since Personal Probability is a universally accepted model for respondent level broadcast reach and frequency. We believe that it can be a viable way to evaluate readership on a global basis and can provide a consistent 'apples to apples' approach across media.

11

Internet applications in the total media mix

Includes video content

Recommended by Warc editors

Trends

Best Practice

Simon Nudds, ESOMAR, Online and Outdoor Conference, Geneva, June 2004

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. View Summary

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. The paper compares the potential strength of the internet, focussing on past campaigns that have been run using traditional media to cover hard to reach target groups. The paper introduces a new multi-media technique which can be used to measure the relative and combined effectiveness of different media channels - and is applicable to relatively new internet applications such as instant messengers and media players.

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects. View Summary

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects. Yahoo! and Dynamic Logic have partnered to help clients measure the separate and combined branding effect of different elements in their media mix, utilizing a methodology that isolates the effects of online and offline media components. Results from two case studies from the retail and packaged goods sectors demonstrate how online advertising can help build brands when properly integrated with offline media such as television, print, and cinema advertising. The campaigns in the case studies were measured using Media Synergy Studies, one of Dynamic Logic's CrossMedia research products.

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. View Summary

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for ‘media neutral 360-degree planning’ will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors’ experience in Sweden in providing the media industry with a multi-media and target group survey collected ‘single source’ for a number of years.

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. View Summary

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core questions of which contacts to use, and how to allocate brand's marketing investments beyond mass media and across the wide variety of contact choices. The Market ContactAudit(c) tool was developed to help answering those questions. A Procter & Gamble application of the MCA(c) to a concrete business problem illustrates how the tool is operated to improve marketing effectiveness and efficiency.

Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes the kind of research and the tools that are needed for communication management. It shows how effects of a multimedia campaign are measured. In a case study it becomes clear in what ways print media add to the effects of a multi media campaign.

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. View Summary

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The second half of the paper offers insight into the benefits of a TV and Print fusion database and its likely impact on the future of media planning, particularly Print's role in mixed media campaigns.

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media. View Summary

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media. Reach and frequency for any combination of media can be calculated by combining these figures with regular media surveys. As media contacts may differ in value for delivering desired communication effects, different weighting methods are proposed. The first is based on the expert opinion of a large number of media specialists; the second is database oriented; and the third is based on econometric modelling of the multi-media mix. However, it appears most available tracking studies do not provide the data needed for proper modelling. Therefore an alternative layout is proposed for tracking studies.

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. View Summary

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consumer multi-media/product usage survey in Brazil. With this large body of data, the authors characterized the unique, exclusive contribution of magazines to the reach/coverage of mixed television/print schedules.

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. View Summary

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective of one media type, print, this work examines some of the implications of two of these tools and techniques, in particular multi-media reach/frequency optimization and data fusion. Further, the consequences for traditional print of the inclusion of Internet media vehicles in multi-media reach/frequency optimization are explored.

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. View Summary

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The purpose of the analysis was to identify how media professionals might begin the process of documenting actionable return-on-investment media vehicle-by-media vehicle using data currently available from a variety of syndicated research providers. This paper briefly outlines the accountability and compensation issues prevalent in our industry today and briefly discusses the ROI void that needs to be filled. It then highlights a number of ROI metrics for the schedules analyzed and provides strategic recommendations to help media professionals begin the process of effectively documenting cross-media return-on-advertising-investment.

While Sony produces award winning and innovative products, OMD is responsible for the media strategies that ensure consumers throughout Europe are exposed to Sony messages. View Summary

While Sony produces award winning and innovative products, OMD is responsible for the media strategies that ensure consumers throughout Europe are exposed to Sony messages. The creative theme for the campaign discussed within the scope of this paper was developed by Saatchi & Saatchi. The 'Go Create' tagline was one that OMD was charged with bringing to the people of Europe. In building and assessing the campaigns, the authors experienced the traditional cycles of planning, buying and evaluating within a broad spread of interactive media while utilising most of the current research measures available. This paper evaluates these experiences. The focus of this paper is on the interactive element of that campaign, broadly defined as covering the areas of WAP, Web advertising and sponsorship and early work within Interactive TV (iTV). The campaign and media strategies have been acknowledged as effective through measures of results in the marketplace as well as industry recognition.

The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. View Summary

The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. New tools will be needed to support the decision-making in the process of media selection. This paper proposes a practical perspective on how media research can deal with the problems of the media explosion by integrating and complementing the already existing media surveys. In most markets today we have TV panels, readership, radio and poster surveys, to name just the most important, as stand-alone approaches with divergent information for target group definitions. Planning of multimedia campaigns currently relies on a medium-by-medium procedure. For the integration of the existing surveys in a multimedia planning system, two additional surveys are required to close the missing link: a multimedia survey, which establishes the usage of media categories, and a target group core survey, which is needed to collect consumer behaviour for target group definition. The target group core survey serves as a source from which the same target group data are spread via data fusions to the multimedia survey and to all relevant single-medium surveys. This framework would support a fully integrated planning of multimedia campaigns from budgeting across media categories to optimisation within media categories. The effectiveness of multimedia campaigns has to be controlled by linking investments in media categories with outcome indicators like sales or advertising awareness measures. For this purpose market modelling techniques are appropriate. They can be used to estimate the isolated effects of individual media categories. The results are used to fine-tune the allocation of media budgets to media categories, either on the run or in the next planning period.

24

From Questions to Answers. Media Mix Modelling and the Return on Advertising Investment

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. View Summary

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. The authors argue that often it is not the models themselves but rather the development and application of the models due to unstated or mis-specified objectives that creates confusion and casts doubt on their findings.

25

Measuring integration: An assessment of the quality of integrated marketing communications

For many, the integration of marketing communications activities has taken centre stage in the discussions of factors affecting the advertising industry. View Summary

For many, the integration of marketing communications activities has taken centre stage in the discussions of factors affecting the advertising industry. It is argued here that the full extent of the integration process is neither fully articulated nor understood. This paper identifies and highlights a range of dimensions which need to be considered if the full benefits of integration are to be realised. Much of the debate about advertising effectiveness has centred on 'output' measures and advertising's weak or strong effects. This paper emphasises 'process' measures and presents two conceptual frameworks to better understand the marketing communications integration process. Using the frameworks of Dimensions of Integration and Continuum of Integration, a third framework, Quality of Integration Assessment Profile, is constructed and proposed.